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Pro Ageing: Let Me Be Me!

www.nlcamerican.org

Although the vocabulary has some difficulty to evolve, cosmetics is gradually leaving the era of anti-aging behind. Today, a majority of women over 60 are more in the mood for a well ageing, slow aging or pro aging approach... In short, it is all about supporting the aging process rather than fighting the signs of aging, with skincare products supporting a ’pro-longevity’, life enhancers.

Apart from some interventionists, a minority of consumers looking for immediate results provided by aesthetic medicine or surgery, the out-and-out youth-cultivating era is over. Most women choose this beautification attitude and look for natural alternatives.

The first positive consequence of this acceptance can be seen in the rehabilitation of some signs of ageing such as bright wrinkles or silver / white hair. Worn by the journalist Sophie Fontanel, assumed white hair is trendy and currently making the buzz on Instagram. New muses are making the headlines like May Musk, mother of the founder of Tesla, who at 69 was walking down the runways during the New York Fashion Week and posed for Covergirl. Not to speak of models like the popular Iris Apfel with her asserted bold free and unique style, despite her 96 years of age.

Another finding, the taboos of illness and menopause are becoming more and more conspicuous. The Même Cosmetics brand, dedicated to women affected by cancer, was recently approached by Laboratoires Pierre Fabre. In the United States, Hynt products boast a carcinoma free criterion, with no endocrine disruptors.

The influence of Millennials

There is an intergenerational influence. Juniors, which are always show-offing on the Internet are whetting the appetite of the older generations. Beauty then becomes more integrative, it will globalize well-being, the silhouette, the lifestyle, our sleep or relaxing practices... resulting in a freer feminine look expecting new codes and expressions. Aging women no longer want to epitomize a set beauty, like Linda Rodin creator of Olio Lusso, described as the chic emblem of aging well.

Women are aware that they have wrinkles and that these won’t go away, and like Millennials, they do not want any more over-promises. “No bullshit marketing!” They are going to take action to preserve their tonicity, elegance, silhouette. The silhouette is more important than facial features; attention is focused on nutrition, a regular activity, slenderness. Mobility and tonicity prevail.